How to Stop a Facebook Ad

Need to stop a Facebook ad that isn't working or has served its purpose? Whether you need to quickly pause a single creative, turn off a campaign, or permanently delete an ad, this process may not be as intuitive as you would hope. This guide will walk you through exactly how to stop your ads, explain the difference between pausing and deleting, and help you decide which one is the right move for your situation.

First, Understand the Facebook Ads Structure

Before you go switching things off, it's essential to understand how Facebook structures its advertising campaigns. If you turn off the wrong thing, you could accidentally stop all your ads instead of just one underperforming creative. Every Facebook ad campaign is organized into a three-level hierarchy:

• Campaign: This is the highest level, the main folder for everything. The Campaign level is where you set your advertising objective. Are you trying to get more website traffic, generate leads, or drive sales? That goal is set here.
• Ad Set: Nested inside each campaign are one or more Ad Sets. The Ad Set level controls the budget, schedule, ad placement (e.g., Facebook Feed, Instagram Stories), and audience targeting. This is where you tell Facebook who you want to see your ads and how much you're willing to spend.
• Ad: Inside each Ad Set are the actual ads - the individual creatives your audience sees. This includes your image, video, caption, headline, and call-to-action button. You can have multiple ads within a single ad set showing different creatives to the same audience.

Understanding this structure is crucial because stopping something at the Campaign level will pause all the ad sets and ads beneath it. In contrast, stopping a single Ad will only affect that one creative, leaving everything else to run as scheduled.

When to Stop an Ad, Ad Set, or Campaign

Knowing what to stop is just as important as knowing how to stop it. Your decision should be based on your specific goals and what the data is telling you. Here's a simple breakdown:

Stop a Single Ad when:

• A specific creative is underperforming. You might have five ads in an ad set, but one has a very low click-through rate (CTR) or a high cost-per-result. Turning off just that ad lets you reallocate the budget toward the winners.
• There are negative comments on a specific ad. If an ad is accumulating negative feedback, it’s best to turn it off before it harms your brand reputation.
• There's an error in the ad copy or creative. You spotted a typo or the video has a glitch. Instead of editing and restarting the ad in the learning phase, you might just want to stop it and launch a new, corrected version.

Stop an Ad Set when:

• The target audience isn't responding. If none of the ads in an ad set are performing well, the problem likely lies with the audience you're targeting or the budget you’ve set. Maybe the interest targeting was too broad, or the custom audience is too small.
• Your ad spend is hitting its budget cap. If the ad set for a particular promotion reaches its lifetime budget, you can turn it off.
• You realize all your ads are showing on an irrelevant placement (like Audience Network).
• You want to test a completely new audience. To get a clean slate, you can pause the old ad set and launch a new one instead of trying to edit the existing audience.

Stop a Campaign when:

• The promotion or event is over. This is the most common reason. If your ads are for a Black Friday sale, you should turn the entire campaign off at midnight.
• The business objective is no longer a priority. If your company decides to shift focus from lead generation to brand awareness, you would pause your entire lead gen campaign.
• The entire campaign is performing poorly. If none of your ad sets or ads are delivering results anywhere near your key performance indicators (KPIs), it might be better to stop the whole thing and go back to a new strategy with the insights you’ve learned.

How to Pause a Facebook Ad, Ad Set, or Campaign (Recommended)

For most situations, pausing (also called "turning off") is the best option. It stops the ad from spending money but preserves all its data and settings. This allows you to restart it later or analyze its historical performance. It's non-destructive and fully reversible.

The entire process is done within the Facebook Ads Manager using the blue toggle switch. Here’s a step-by-step walkthrough for each level:

Step 1: Navigate to Facebook Ads Manager

You can access your Ads Manager by going directly to https://business.facebook.com/adsmanager or navigating from your Facebook Business Suite.

Step 2: Find the Campaign, Ad Set, or Ad You Want to Stop

Ads Manager has tabs at the top of the reporting table for Campaigns, Ad Sets, and Ads. Click on the tab that corresponds to what you want to turn off.

• To stop a single ad, you'll first need to click on the Campaign it's in, then the Ad Set it's in, until you are on the Ads tab and see the individual creative listed.
• To stop an ad set, navigate to the Ad Sets tab.
• To stop a whole campaign, just stay on the default Campaigns tab.

You can use the search bar and filters at the top if you have many campaigns and need to find a specific one.

Step 3: Click the Blue Toggle Switch

Once you’ve located the item you want to turn off, look to the left of its name. You will see a blue toggle switch. If it's blue, the ad is active. If it's gray, it's inactive (or "Off").

Simply click the blue toggle switch. It will turn gray, and the status in the "Delivery" column will change to "Off." That’s it! Your ad, ad set, or campaign will immediately stop being delivered and will no longer spend any of your budget. If you change your mind and would like your campaign to be up and running again, you can follow all the steps above to get back to where you need to be and toggle the switch back to blue.

How to Permanently Delete a Facebook Ad

In some rare cases, you might want to permanently delete an ad, ad set, or campaign. This might be useful for cleaning up a cluttered account filled with draft campaigns or ads that were created by mistake. Be very careful with this action. Deleting is permanent and irreversible. While some associated data is still discoverable in your reporting, the original asset will be gone for good.

Why Pausing is Usually Better Than Deleting:

• Data Preservation: Paused assets remain fully intact, making it easy to review performance, comments, and engagement months later.
• Reusability: You can turn a paused ad back on anytime. A deleted one needs to be rebuilt from scratch if you change your mind.
• Learning History: Over time, Facebook's algorithm learns how your ads perform. A well-performing ad has valuable social proof (likes, comments, shares) attached to it, which is all lost if deleted.

But if you’re certain you want to delete something, here's how:

1. Select the Item: Navigate to the appropriate tab in Ads Manager (Campaigns, Ad Sets, or Ads) and check the box to the left of the item you wish to delete.
2. Click the "Delete" Icon: A menu bar will appear above the table. On this bar, click the trash can icon to delete the selection.
3. Confirm: A message box will appear, asking if you are sure. Click Delete to confirm. The item is now gone forever.

Frequently Asked Questions About Stopping Ads

Even when you've successfully stopped an ad, you may still have a few questions. Here are answers to some of the most common ones.

Help! I Stopped My Ad But I'm Still Being Charged!

Don’t panic, this can happen for a few reasons and is usually temporary:

• Billing Lag: Facebook's billing isn't always instant. It might take a few hours or even a day for the final charges from when the ad was active to officially post to your billing account. Check again in 24 hours.
• Attribution Window Lag: A user may have clicked your ad before you stopped it but only just completed their purchase or filled out your lead form.
• You didn’t turn off the correct level of your ad campaign. Go back and carefully ensure you stopped your ad, ad set, or campaign.

How Do I Edit an Ad Instead of Stopping It?

Maybe you don't need to stop the ad entirely - you just need to make a change. To edit a campaign, ad set, or ad, simply hover your mouse over its name in Ads Manager, and an "Edit" link will appear. Clicking this will open up a side panel where you can adjust the budget, schedule, audience, placements, and creative. However, be aware that significant edits (like changing creative or targeting) can reset the algorithm's learning phase, which might hurt performance temporarily.

Can I Restart a Paused Ad?

Absolutely. That's the main benefit of pausing over deleting. To restart a paused ad, ad set, or campaign, just follow the same steps to find it in Ads Manager and click the gray toggle switch to turn it blue again. Ads that are very out of date may be disapproved upon a second round of approval, and some ads may not function exactly how they did prior - as the Meta algorithm and ad policies can change over time.

Final Thoughts

Knowing how to handle your Facebook ads within the Ads Manager is crucial when starting with Facebook campaigns. Mastering this skill gives you the confidence and knowledge needed for making informed decisions and optimizations in your ad accounts. Before implementing the actions mentioned, take some time to explore the platform and become familiar with the tabs for campaigns, ad sets, and ads to gain a deeper understanding of the platform's navigation.

Moreover, as you scale your advertising, keeping track of which ads to pause, edit, or scale is a significant day-to-day challenge. We built Graphed to simplify this analysis. Instead of trying to connect the dots in Ads Manager, you can link your Meta Ad Account and see everything in automated, simple reports. This removes the guesswork from decision-making, providing a significant advantage over your competition. Give Graphed a try and save hours per week building reports.